The origin of the formula is from Mike_Singletary
"But right now, we've got to figure out the formula. Our formula.
Our formula is this: We go out, we hit people in the mouth, number one.
Number two: We are not a charity. We cannot give them the game."
The "hitting people in the mouth" might be related to the concept of a "smashmouth offense" which is an offensive system that relies on a strong running game, where most of the plays run by the offense are handoffs to the fullback or tailback. https://en.wikipedia.org/wiki/Smashmouth_offense
A full transcript is here :http://www.hark.com/clips/pkqhdpglqz-mike-singletary-press-conference